In a call-center context, successful upselling represents an important revenue stream, but not every call center is maximizing its upselling potential. Penny Reynolds, founding partner of the Call Center School, a training organization based in Lebanon, Tenn., discussed how to boost upselling revenue at last weekโs National Conference on Operations & Fulfillment in Schaumburg, Ill., during her presentation, โFrom Order-Taking to Upselling: A Plan for Increasing Phone Order Revenues.โ โAt the heart of the plan,โ she said, โis taking your call center out of an order-taking mode into a sales mode.โ She offered the following tips: * Find the right people. Candidates should be interviewed and
Contact Centers
For years now, Garnet Hill, a Franconia, N.H.-based apparel and home furnishings cataloger, has placed follow-up calls whenever customers encounter a problem with the company. Specifically, 24 to 48 hours after a customer complaint, Garnet Hill calls the customer and casually asks how the problem was handled and if it was resolved. Smart and sensitive upselling techniques make Garnet Hillโs customers feel cared about. Liberal employee discounts have its employees wearing the clothing and using the products it sells, so itโs easy for them to personalize the experience. This โtouchy-feelyโ group has products open and laying around so reps literally can get their
As catalogers, you know the importance of search engine marketing for your Web sites and ultimately on your revenue. But technological advances and usersโ preferences can make a difference in search engine results, page algorithms and spiders, as well as search engine optimization and overall SEM strategies. Manoj Jasra, director of technology at Enquiro Search Solutions, a search engine marketing firm in Kelowna, British Columbia, Canada, recently shared his thoughts on SEM changes in a blog entry. He warns marketers of some key factors to watch for: *Growth of personalized search. Because this is becoming more prominent, Web site operators have to work hard on Web
Since the 1980s, when the majority of catalog orders began shifting from mail orders to the telephone, itโs become standard practice to not just take phone orders efficiently, but also to incorporate the upsell as a regular part of call center operations. But itโs 2007, and the typical catalog order isnโt necessarily over the phone anymore. Consider this scenario: Your customer calls to place an order and everything in the process goes smoothly. Your order taker follows standard practice and offers one or more upsells. In the classic equation, youโve created additional potential value for the customer โ more satisfaction with your fabulous
As you can see, the contents in this monthโs issue are quite operations-heavy. Weโre always trying to balance our coverage, and with a more general focus for our big double-issue next month, as well as a broadly focused June issue, weโll turn to technology-related issues in July. Perhaps the most interesting thing we found in putting this monthโs issue together was that, although there typically arenโt a lot of drastic changes in the whole area of catalog/multichannel operations, fulfillment and management, there are nevertheless noteworthy changes taking place. For instance, take a look at consultant Liz Kislikโs feature on necessary changes in catalog order takersโ approach
Upselling, the Multichannel Way Itโs Time to Master the Phone/Online Upsell By Liz Kislik Since the 1980s, when the majority of catalog orders began shifting from mail orders to the telephone, itโs become standard practice to not just take phone orders efficiently, but also to incorporate the upsell as a regular part of call center operations. But itโs 2007, and the typical catalog order isnโt necessarily over the phone anymore. Consider this scenario: Your customer calls to place an order and everything in the process goes smoothly. Your order taker follows standard practice and offers one or more upsells. In the classic
In nearly every industry, companies rely on strong brand identity to promote customer loyalty. For catalogers, brand identity is especially critical because the products and services they offer tend to targeted at specific niche audiences. As a result, theyโre constantly trying to identify opportunities to create an affinity with customers and build their brand. One channel that can be particularly effective in this capacity is the customer service contact center. The contact center represents an essential communications link between an organization and its customers. Contact center reps continuously interact with customers, amassing tons of information that can be used by catalogers to gauge brand awareness,
We all recognize that inventory usually is one of our largest assets. Yet many of us donโt give it the importance or priority it deserves. Inventory management impacts almost every area of the company and can help contribute substantial hidden profits or losses depending on how itโs managed. The effect of poor inventory management often is hidden when business is good, and although quite evident when business is bad, businesses donโt have the resources at that point to address the issues. Unfortunately, this cycle is repeated far too often. Establishing a sound inventory management process within the ongoing company culture will cushion
By Caree J. Eason Mistake #1 โ Accepting your list brokerโs word about customer happiness and satisfaction. Always ask for proof. Ask for a testimonial letter from at least one satisfied customer. Mistake #2 โ Using samples to start your marketing campaign. Donโt be discouraged if your list broker canโt provide you with a sample mailing/telemarketing list. Accept any information it can provide. List samples are costly, and if your list broker can provide you with list samples, question the origin of where and how your list broker is generating lists. Some brokers will give potential customers previously sold data as
As direct marketers, we spend a great deal of time and money developing programs to make the phone ring. But itโs the call center agents that truly make the cash register sing.
Thus, I like to spend a great deal of time training customer service reps (CSRs) to be powerful brand advocates with the ability to make a difference with all customers. Personally I hate calling a company and hearing some disinterested rep deal with my order in a lackluster way. It tells me that the company Iโm dealing with doesnโt get that the people manning the phones are the voice of the